Creative Pick:

Posted on: Sunday 21 August 2016 | Alex Kozloff

The IAB’s Director of Marketing & Industry Engagement, Alex Kozloff writes about her favourite digital campaign right now.

Sometimes it’s important to take a step back from the daily realities of working in the advertising industry, and remember why I chose this career in it the first place. It’s not the same for everyone, but for me, I’ve always loved actual ads; the cool/funny/sad/inspiring/ridiculous stories they tell. Right now there is no smarter medium than digital to give brands the tools to tell those stories. So I have decided that from time to time I’m going to pick a recent digital campaign that has prized my attention away from my emails and told me a brilliant story to share with you all.

My pick this month is a brilliant example of a brand truly making the most of the digital toolkit available to them. This campaign was spotted as a pre-roll ad on a video on-demand service, and when viewed online provides users with two different experiences should they decide to ‘skip the ad’ or not. Have a go yourself, like many digital ads, the beauty is in the interaction. have used humour and character building perfectly, but I also love that they’ve clearly thought about the medium when briefing and building the creative. Truly smart marketing, we at the IAB salute you.

Written by

Alex Kozloff

Related content

Measuring Video cover image

What is Video Measurement?

Learn more
Video Steering Group

New co-chairs announced for IAB Video Steering Group

The IAB is excited to announce Steve Doyle, Chief Commercial Officer at InSkin Media, and Matthew Breen, Head of Video and Mobile at The Mail Advertising...

Learn more

Five ways to supercharge video content without live streaming

Marcos Angelides, Strategy and Innovation Director at OMD looks at five recent campaigns from the film industry that every brand team should emulate in...

Learn more

IAB UK launches Video Steering Group for 2017

The IAB UK is to focus considerable efforts on the digital video market next year, and will therefore be making the Video Steering Group a premium...

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.